What it does: Allows you to configure a Rolls-Royce Ghost on an iPhone or iPod touch. Uses up 40.3 MB of storage space (and therefore takes a good while to download) on said device. Lets you watch videos and view photos of the Ghost. Provides links to the internet.

The options are very high-level, limited to just the paint hue, veneer type, leather color, wheels, the option of the painted silver bonnet, and whether or not the exhaust tips are of the visible variety.

What it doesn’t do: Work in portrait orientation. Let you choose all of the options that the full-fledged configurator does. Generate Ghost sales leads that did not exist before. Stop the user from spec’ing purple paint with a green interior.

Unseen options include the leather headliner, colour-keyed boot trim, the ability to change the rear-seat configuration, monogrammed headrests, massaging and ventilated seats, picnic tables, and lambswool floor mats. And, really, what good is a Rolls-Royce without lambswool floor mats? For proof of the app’s inadequacy, Rolls even includes a video (they call them films) in the app’s Multimedia section that shows how the real configurator works.

This is one of those what’s-the-point apps and it seems somewhat outside the normal Rolls-Royce message of luxurious inaccessibility. (Did we mention the app’s free? How very un-Roller-like) Is there someone out there who requires the ability to spec a Ghost while on the go? And who actually orders a Rolls off of the standard menu, anyway?

If you’ve got some time on your hands and a bunch of extra space on your iPhone or iPod touch, we’d still recommend going to the full-size online configurator. Lambswool carpets, people.